Zapr Media Labs, a Bangalore-based media-tech company, picked up a coveted bronze in ‘New Product Launch’ category at the 4th edition of Indian Marketing Awards on Thursday evening in Gurugram. Zapr’s win with Sony Pictures was an encore for the campaign, that previously bagged two awards at the MMA Smarties this year. The entry struck a chord with the jury as Zapr was able to use its advanced TV-to-Mobile technology to bridge offline TV consumption with powerful mobile targeting and increased awareness for Sony’s new show- Super Dancer.
Zapr mapped out more than 2 million viewers of dance reality shows across 500+ channels and engaged with them over Facebook on their smartphones. Zapr banked on both recall and interest to create massive buzz and social media impact for the show. The results were staggering in their effectiveness as targeted users engaged with the new show via likes, views, comments and shares among their circles. This increased awareness on social media drove 13% of these viewers to tune into Super Dancer on offline broadcast TV. Thus, Zapr succeeded in not just creating awareness, but also drive viewership.
The campaign was selected by a jury that consisted of eminent industry veterans and distinguished personalities like Anand Kripalu, MD & CEO, Diageo India, Abhishek Ganguly, Managing Director, Puma, Abdul Khan, Celebrated Internet Transformation Evangelist and Radhika Aggarwal, Co-Founder, Shopclues gracing the occasion. Zapr’s win at the IMA heralds a change in the way we see marketing and showcases how a young startup can make an impact by thinking outside the box.